• by Joe Mandese  @mp_joemandese, June 8, 2011

That's right, the OMMA Video content syndication panel is hedging on Nielsen vs. comScore – or even a new player altogether.

"If you were to pick, from my perspective, the people who make the decisions in the agencies, they know Nielsen, said Ed Haslam, senior vice president-marketing at YuMe. "Most of them complain about Nielsen, but they use it because it's the standard. If I had to bet, Nielsen is the frontrunner."

Which prompted some audience outreach from one of our favorite industry researchers – Olympic Consulting's Tony Jarvis – who suggested that there is indeed another option: A JIC.

A JIC, for the uninformed, is a joint industry committee, controlled by the players in the industry who agree to the specifications of joint industry research, and then bid it out competitively to researchers to compete for it. Jarvis suggested that a JIC, which are popular in Europe and Asia, might be the best solution to the U.S. (and worldwide) online video measurement business.

Ah, but for that to happen, the industry would have to jointly agree that it actually wants good research that meets its specifications. To date, that is questionable.